The New England Patriots quarterback is gearing up for another showdown with Peyton Manning in Sunday’s AFC Championship Game against the Denver Broncos. But Brady made time Wednesday to make a major announcement: He’s launching a new website.

Brady’s “TB12 Sports” venture is dedicated to the 38-year-old’s recently publicized passion of achieving “peak performance” through personalized workouts and a rather extreme diet. His newly-launched site focuses on the former, giving users a glimpse into the method he relies on to stay at the top of his game.

Of course, Brady also is using his new endeavor to earn a little extra money: The site includes a “TB12 Store”, where shoppers with especially deep pockets can purchase everything from TB12 hats and T-shirts to customized fitness gear like the TB12 Shoulder Performance Kit (only $160!).

We’re glad Brady got this announcement out of the way now, so he can return his attention to reaching peak performance at Sports Authority Field at Mile High on Sunday.